Market Research University of Rio Grande amp; Rio Grande 市场的研究里奥格兰德大学里奥格兰德amp；.pptVIP

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2018-06-18 发布于福建
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Market Research University of Rio Grande amp; Rio Grande 市场的研究里奥格兰德大学里奥格兰德amp；.ppt

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MarketResearchUniversityofRioGrande

Market Research Chapter 9 What is Market Research? “The process of planning, collecting, and analyzing data relevant to a marketing decision.” Decision support system Why is marketing research important? Concerns Respondent knowledge Respondent honesty Respondent actions The Marketing Research Process Step 1: Define the Problem Marketing research problem Set the research objectives Step 2: Plan the Design Gather Primary Data Research Design Primary Data Pros: Cons: Secondary Data Pros: Cons: Step 2: Plan the Design Gather Primary Data Types of Primary Research Survey research In-home personal interviews Mall-intercept Telephone interviews Mail surveys Executive interviews Focus groups Step 2: Plan the Design Gather Primary Data Types of Primary Research Survey research (cont’d) Questionnaire Design Open-ended Close-ended Scaled-response Likert scale Semantic differential scale Errors Leading questions Ambiguous question Unanswerable question 2-1 question Nonexhaustive question Nonmutually exclusive answers Step 2: Plan the Design Gather Primary Data Types of Primary Research Observation research Mystery shopper Behavioral targeting Ethnographic research Virtual shopping Experiments Information Overload What is it? Information technology Databases Sensitivity analysis Data Mining Extraction of hidden predictive information from large databases Links between the two actions or products Step 3: Specify the Sampling Procedure Population v. sample Types of sampling procedures Probability sampling Random sample Nonprobability sampling Convenience sample Step 4: Collecting the Data Step 5: Analyzing the Data Collecting the Data In-house Hire a company Analyze the data Statistical software SPSS Step 6: Prepare Present ResultsStep 7: Follow Up Prepare Present Formal report Recommendations Follow Up Additional research Sales Forecasting Market or industry potential Sales or company forecast Other Research Internet research Advantages Scanner-based res